1. Communication and Social Behaviour
Higher Human Biology
Subtopic 20 (c)
Social Influence

2. Learning Intentions
To describe the effects of group behaviour and social influence on behaviour
To define the terms facilitation, deindividuation, internalisation and identification

3. Visual Judgement Reminder…..
To which line is X equal in length X A B C

4. What is happening in terms of perception?
Test 2
To which line is X equal in length X A B C
What is happening in terms of perception?

5. Why is being part of a group important?
Provides a feeling of belonging and acceptance
Provides support

6. Social Groups Individuals belong to social groups
Groups give a sense of:
- belonging
- support
- acceptance
Groups stay together due to rules and symbolism
The group’s behaviour will affect your behaviour

7. ……….this is called SOCIAL FASCILITATION
Humans are motivated by :
The need for status
The desire to impress and be admired
Humans improve their performance around others (especially in competition) ……
……….this is called SOCIAL FASCILITATION

8. Remember this slide…….
To which line is X equal in length X A B C

9. What is happening in terms of perception?
And this one ….
To which line is X equal in length X A B C
What is happening in terms of perception?

10. How did that go???
Everyone in class was under the instruction to give the answers B then C
ALL EXCEPT ONE PERSON!
The correct answers were A then B
The process of exerting a strong view on an individual so that they abandon their own views in favour of the groups is called ……….
GROUP PRESSURE

11. Familiarity The presence of others :
improves performance if the task is simple and familiar
Interferes with progress if the task is new or complex
Why?
You feel anxious, stressed, insecure

12. Why do members of a group conform?
They identify with others and want to be like them
Desire the personal gain membership brings
They want to be liked and not unpopular

13. Group Influence
In a group people behave differently to when on their own
No individual decisions but a collective influence
The change is behaviour and loss of personal identity is called……..
….....deindividuation

14. A single raindrop does not believe that they are responsible for the flood

15. London Riots 2011

16. Group members may lose awareness of responsibility and values
Group members may lose awareness of responsibility and values. Bad behaviour is less likely to be discovered in a group and may lead to : Risk taking and anonimity

17. Influences That Change Beliefs
There are 2 powerful processes that don’t just change our behaviour but also our beliefs :
Internalisation and Identification

18. Internalisation
This is where an individual adopts a lasting sets of beliefs, values and attitudes.
Behaviour changes for reasons we believe to be true e.g to improve health
Used by governments, tv, radio for
mass marketing

23. Some advertising creates a feeling of “dissatisfaction” with your current situation then presents a better alternative

24. Identification
This is where an individual deliberately changes their beliefs to be more like a person they idolise
Behaviour changes not for deep values but because we want to copy someone
Used by many advertising campaigns who employ celebrities

25. People imitate others they admire to enhance their self-esteem

26. Learning Intentions
To describe the effects of group behaviour and social influence on behaviour
To define the terms facilitation, deindividuation, internalisation and identification